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Publication

Focus

Marketing & Products

Thanks to our in-depth understanding of urban and rural markets for MSMEs and individuals, we support financial institutions in implementing client segment-oriented marketing approaches and in developing innovative financial products.

Our Experience

In 2015, Advans Ghana decided to expand its outreach to underserved rural clients and agricultural value chains through an innovative ‘doorstep banking’ solution tailored to clients living in remote areas.

To this end, HORUS provided the following services:

Development of Advans’ offer to rural MSMEs

Market study (supply and demand)

Design of adapted mechanisms and procedures

Preparation and launch of a pilot: recruitment and training of the field team, definition of objectives and follow up indicators, communication plan

Recommendations on partnership development for value chain finance

Identification of pertinent value chains for development of a financial offer

Analysis of possible partnerships and related modalities, within the pre-identified value chains

Through questions about savings, credit, insurance and money transfers, this survey revealed common behaviors and attitudes in each country towards the use of formal bank accounts, the use of e-wallets, the perception of formal versus informal services, and the overall financial strategies employed in each of the two countries. The results for Côte d’Ivoire are already available on CGAP's blog. HORUS’s work consisted of:

Research design (specification of objectives, research questions, drawing-up of questionnaires)

Interviewers training and coaching

Data analysis, identification of segmentation criteria

In depth qualitative interviews

Presentation of the results to financial services suppliers in Dakar and Abdijan